For the brand with maverick spirit at its core, the idea for a functional, immersive space within the confines of an advertisement billboard has been long in the making, serving Glenfiddich’s ambition to spark meaningful conversations with a diverse range of change makers.
The structure was commissioned to renowned designer Piers Mansfield-Scaddan, who brought together elements of metal and wood; with warm copper panelling and brushed steel to offset the natural oak furnishings in the cosy interior. The glass fronted; double storey billboard bar boasts skyline views which defamiliarize the setting of an out of home advertising billboard in the most spectacular way.
The Challengers Club is set to become the destination for contenders of the status quo to meet and network. While this may seem commonplace, its purpose is further reaching, with the ambition of stimulating rigorous round table discussion captured in podcast format and distributed nationally by broadcast media partner, Metro FM.
The Challengers Club and is set to tour the country, with a unique conceptual space currently under construction - to launch in Durban in July, with Cape Town popping up later this year.
